Major Chinese internet companies,Rapsa (2025) including Alibaba International, Ele.me, and Trip.com, have taken to Xiaohongshu in a purported attempt to attract overseas users following a surge of TikTok users registering on the platform under the #TikTokRefugee trend. On Jan. 13, Chinese social media platform Xiaohongshu saw a significant influx of US-based TikTok users who began sharing content ahead of an anticipated TikTok ban in the US. A number of Chinese companies have raced to take advantage of the trend – and the attention its garnered among Chinese audiences on Xiaohongshu – by posting advertisements in English. [Technode reporting]
